Audi’s latest print ad campaign reads thusly:
The Audi A6, 2005 World Car of the Year, demonstrates progress through intelligent design and imaginative engineering.
I drive an A6. Does “intelligent design” mean that God is my copilot? Since mine is in the shop every two months, I may have missed that option on the contract. And the Audi tagline, “Never Follow”, would seem to contradict the religous implications of the pitch. Opposing messages like these are just bad branding.
The mystery intensifies with the claim of “2005 World Car of the Year”. Never heard of such a distinction? Neither had we, and for good reason. This is the first time the “independent award” has been bestowed. The World Car of the Year website resides here. You tell us if it looks like an ongoing concern, or if it will it quietly fade away when 2006 rolls around and Audi runs a new campaign. We’ll be watching.